DMR Interactive Urges More Engagement With Radio's Heavy Listeners

May 16, 2019 at 11:05 AM (PT)

In the latest "The End Result" blog by DMR INTERACTIVE, Pres./COO ANDREW CURRAN tied radio's business structure to the airlines. "Frequent flyers on AMERICAN AIRLINES account for just 13% of total passengers, yet they deliver 50% of annual revenue," he wrote. "These business travelers generate 6.7 times more revenue than the typical passenger who flies AMERICAN just once per year. In a similar way for radio, consumption is driven by the heavy listeners who deliver on average four times the occasions and TSL as light users.

“Not all passengers are created equal," he continued. "Frequent flyers travel more often and spend more per trip, so airlines are increasingly super serving this small group to build relationships that foster loyalty. The same is true for radio, we deliver the most reach, but our heavy listeners are our bread and butter and deliver a disproportionate impact.”

His conclusion: "Merely capturing audience data is easy. It’s about building relationships and using data analytics to identify those who matter most today, so you can increase their occasions, while deploying a strategy to cultivate more heavy listeners including the ones you’ll need tomorrow to continue driving ratings and revenue.”